Lexus Looks To the Sky With New Pilot Partnership

Multi-Goat Partnership

Lexus has long enjoyed a number of partnerships with companies that cover the entire spectrum of consumer goods, from fashion to video games. Now, the luxury brand is looking to the sky with a new partnership with Pathfinder Co., Ltd. (Pathfinder) and air race pilot Yoshihide Muroya. The new agreement aims to make history by winning the first Air Race World Championship (The Air Race), an air race series starting next year, as well as contributing to the creation of an even-better carbon-neutral society.

Photos: Lexus

Inspiring Each Other

In 2016, Lexus started a partnership with Muroya, a Japan-based, world-renowned air race pilot. In 2017, Lexus and Muroya launched a "Technology Exchange Group" to regularly study each other's technologies and explore the possibility of new technologies in the area of aircraft and automobiles. The discussions led to the joint development of a control column grip for Muroya's aircraft that incorporates Lexus's sensitivity technologies, as well as for a new way for his aircraft to turn based on aerodynamic analysis stemming from Lexus vehicle test data. This year a carbon-fiber-reinforced plastic (CFRP) spoiler, developed by incorporating aerodynamic technology used in aircraft design, was even adopted for use in the LC and sold in select regions.

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Working Together

The forthcoming debut of The Air Race spurred Lexus and Pathfinder to form a team partnership agreement. Realizing the need to further accelerate their joint efforts so that they could quickly link the technologies and know-how of both sides to develop racing machines, they established "Lexus/Pathfinder Air Racing" as a joint race team. Lexus intends to dispatch a technical coordinator to support the development and verification of technologies in the fields of aerodynamics, cooling, and ergonomics, to build a strong team structure that can lead Muroya to victory. This new team, "Lexus/Pathfinder Air Racing," will strive to make history by winning the first championship of The Air Race.

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Green Project

Based on the idea that "grueling air races train people and train technology," Lexus and Muroya will apply the technology and know-how cultivated through air races to create a better society in both respective fields. Lexus will utilize its aerodynamic, cooling, and weight-reduction technologies and know-how gained through grueling air races to create ever-better cars for the realization of a carbon-neutral society. In addition to air racing, Muroya will continue to develop new talent that will lead to the next generation of mobility and also create an airfield for testing in cooperation with Fukushima Prefecture. With the cooperation of local companies, he will promote carbon-neutral aircraft starting with supporting instructional education of light-sports aircraft (LSA) manufacturing. Lexus and Pathfinder will work toward new possibilities in the fields of both automobiles and aircraft.

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Together as One

"With the strong support of Lexus, we will strive to become the first champion of the new Air Race," Muroya said. "I believe that an exciting new story will emerge as fans and team crew come together as one."

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Challenge Accepted

"Lexus will take on the challenge of an exciting air race together with world-class athlete Muroya," said Koji Sato, President and Chief Branding Officer, Lexus International. "With the excitement and smiles that motorsports bring and the gratitude that we learn from athletes as our inspiration, we will tackle from a new perspective the goal of Akio Toyoda, Lexus Brand Holder, to create a better car based on motorsports. Please look forward to Muroya's and Lexus's continuous challenge and evolution."

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